If you’re in B2B sales or marketing and tired of blasting the same message to everyone, you’ve probably looked into account-based marketing (ABM). It works—if you can actually get your contacts into the right buckets. That’s where things get messy fast. Enter ThorsHammer, a tool promising to help you segment contacts for ABM. This guide will walk you through how to use it, what to expect, and how to keep things practical (not theoretical).
Why Contact Segmentation Actually Matters in ABM
Let’s cut through the fluff: ABM isn’t magic. It’s about sending the right stuff to the right people in the right companies. That only works if you segment your contacts well. Sloppy segmentation means wasted time, annoyed prospects, and sales asking why marketing keeps sending them junk leads.
Most CRMs do a lousy job with segmentation unless you’ve got a team of admins or a pile of Zapier automations. ThorsHammer claims to fix that, but don’t expect miracles. It’s a tool—not a strategy.
Step 1: Prep Your Data Before You Even Open ThorsHammer
Honestly, this is where most ABM projects go sideways. ThorsHammer is only as good as the data you feed it.
What you need: - A clean list of contacts with company, role/title, and email (the bare minimum) - Some idea of what makes a contact “valuable” for your ABM goals (industry, company size, buying intent, etc.)
Pro tip:
Don’t wait for “perfect” data. You’ll never have it. Just get things 80% right so you can start.
What to skip:
Don’t bother with a ton of custom fields you never use. Keep it simple. You can always add more later.
Step 2: Import Contacts Into ThorsHammer
Once your CSV (or direct CRM integration) is ready, it’s time to get your contacts into ThorsHammer.
- Use the import wizard—don’t try to be clever with manual entry. It’s not worth it.
- Map your fields carefully. If “Job Title” is actually “Title” in your CSV, fix it now, not later.
- ThorsHammer will yell about duplicates; just merge or ignore them. Don’t waste time cleaning every single one unless you’re running a museum.
Heads up:
If your data is a mess (missing emails, weird formatting), ThorsHammer won’t fix that for you. Garbage in, garbage out.
Step 3: Define Your Segmentation Criteria
Here’s where most people overthink it and freeze. Start with broad strokes:
- Firmographic: Company size, industry, revenue
- Demographic: Job title, seniority, department
- Behavioral: Last engagement, webinar attendance, demo requests
In ThorsHammer, you’ll set up “Segments” using filters. The interface is drag-and-drop, but don’t get lost in too many “AND/OR” conditions right away.
What works:
- Start with your top 2-3 segments (ex: “Enterprise IT Decision-Makers” or “Mid-Market Prospects Who Attended a Webinar”).
- Make sure each segment is actually useful—if you can’t run a different campaign for them, it’s probably not worth it.
What doesn’t:
- Don’t build 20 segments just because you can. You’ll never use them.
- Ignore “fancy” filters like personality scores or AI-generated tags until you’ve mastered the basics. Those are more likely to confuse than help.
Step 4: Tag and Organize for Action
Segments alone won’t save you. You need to tag contacts so you—or your sales team—can quickly act on them.
- Use ThorsHammer’s tagging to label contacts by segment.
- Set up workflows for each tag: automatic email sequences, alerts for sales, or whatever your ABM playbook calls for.
- Keep your tags clear and human-readable. “2024-Q2-Hot-Prospects” is better than “Seg-Alpha-5.”
Pro tip:
Talk to your sales team before finalizing tags. If they don’t know what “ABM-Tier2” means, you’re just making more work for yourself.
Step 5: Sync With Your Outreach Tools
Don’t let your beautiful segments live in a silo. ThorsHammer has integrations with most major CRMs and email tools. Use them.
- Set up automatic syncs to push segmented contacts to your campaigns.
- Test with a small group first. You don’t want your entire database getting an “exclusive invite” by mistake.
- Double-check mapping—emails, names, and tags need to line up in both systems.
What’s overrated:
- Don’t get sucked into “real-time” sync hype unless you need it. Daily or weekly syncs are fine for most ABM campaigns.
- Ignore features that promise “AI-driven intent signals” unless you’ve actually seen them work with your existing process.
Step 6: Measure and Tweak—But Don’t Obsess
Here’s the dirty secret: your first round of segments probably won’t be perfect. That’s normal.
- Use ThorsHammer’s reporting tools to see which segments are actually engaging.
- Drop or merge segments that aren’t performing.
- Update your segmentation criteria every quarter or after a big campaign push.
What to avoid:
- Don’t chase vanity metrics. If a segment looks good on a dashboard but never converts, cut it.
- Skip the temptation to keep segmenting endlessly. At some point, you’re just slicing the same pie thinner.
Common Pitfalls and How to Dodge Them
Even with a tool like ThorsHammer, it’s easy to mess up. Here’s what to watch for:
- Paralysis by analysis: You don’t need a committee to approve every segment. Get moving.
- Too much automation: If nobody checks what’s being sent, mistakes will slip through.
- Overcomplicated logic: If your segment rule takes five lines to explain, it’s too complex.
What ThorsHammer Does Well (and Where It’s Just Okay)
The good: - Easy visual interface for segmenting—way less painful than most CRMs. - Decent integrations with common tools. - Fast to get started if your data isn’t a disaster.
The “meh”: - Reporting is basic. You’ll probably want to export data if you’re a metrics nerd. - AI/automation features are hit-or-miss. They’re not bad, but don’t expect magic. - Customization is limited—great if you want simplicity, frustrating if you need weird edge cases.
Keep It Simple, Iterate, and Don’t Wait for Perfect
If you remember one thing: don’t let “perfect” be the enemy of “done.” ThorsHammer can help you segment for ABM, but you still need to think about who you’re targeting and why. Start small, run a few campaigns, and tweak as you go. The best ABM strategies are built on action, not endless planning.
Get your segments live, see what works, and keep adjusting. That’s it.